For years marketers have debated:

Which works better—text messaging or email?

Text messaging continues to surprise marketers with remarkable performance.

One direct-to-consumer marketer recently conducted an extensive SMS versus email test.

The company sells wine directly to consumers and had a database of approximately 10,000 subscribers.

The results were dramatic.

Test Results

Compared with email alone…

• SMS generated 3 times higher open rates
• SMS generated 4 times more click-throughs
• SMS generated 32 times more sales

Those numbers certainly get your attention.

But before eliminating email, there’s an even bigger lesson.

Test Lesson #1: SMS Gets Immediate Attention

Consumers typically look at text messages within minutes.

Emails often sit unopened for hours – or days – or not even noticed.

Test Lesson #2: Email Still Works at Selling or Lead Generation

Text messages are short.

Email gives you room to:

• educate
• build credibility
• tell stories
• overcome objections
• include testimonials
• explain guarantees
• answer FAQs

Email has a different dynamic.

Test Lesson #3: The Best Strategy Isn’t SMS OR Email

It’s SMS PLUS Email.

Many of our highest-performing campaigns use both email and text. As always the ROAs always determined what you should do.

Test Lesson #4: Keep Testing

Every database behaves differently.

Test:

• message length
• send times
• weekday vs. weekend
• personalization
• offers
• urgency
• frequency

Small improvements often produce very large increases in revenue.

Craig Huey’s Bottom Line

For more than a decade we’ve consistently seen SMS outperform email with immediate response and highest response.

And the best results: using direct response copy strategies.

Action:

Testing Ideas for Your Company

This month, test one or more of these:
✓ Email only vs. Email + SMS
✓ SMS before email vs. SMS after email
✓ Deadline reminder SMS
✓ SMS sent within one hour after an email

Even a modest improvement in response can produce a substantial increase in ROI.

Need help? Call Michael at 615-933-4647 or email him at [email protected].

FAQs:

Q: Why are SMS open rates generally higher?
A: Consumers typically read text messages within minutes of receiving them, whereas emails may remain unopened for much longer or be filtered into promotional folders caught in spam filters or ignored.

Q: Should every company use SMS?
A: Yes, if customers have opted in and the messages provide value.

Q: What types of campaigns benefit most from SMS?
A: Flash sales, appointment reminders, webinar reminders, event registrations, shipping notifications, abandoned cart reminders, deadline campaigns, and limited-time offers – almost anything, but always provide value.

Q: How often should marketers text customers?
A: Frequency depends on the audience and offer. Test different cadences while monitoring unsubscribe rates and customer engagement to find the optimal balance.

Q: What is the best strategy?
A: For most marketers, an integrated multichannel campaign that combines email, SMS, direct mail, digital advertising, and AI-driven personalization consistently produces the strongest long-term results.

About Craig Huey:
Craig Huey is President of Creative Direct Marketing Group (CDMGinc.com), a 30-year leader in direct response advertising and multi-channel marketing. Under his leadership, CDMG has:

• Tested more than 10,000 digital marketing variables.
• Mailed over 10 million pieces of direct mail in the last year alone.
• Won more than 120 awards for marketing excellence.

Craig is also the publisher of Direct Marketing Update, the trusted newsletter for company presidents and marketing directors looking to maximize ROI with cutting-edge, accountable advertising strategies.

Unlock Explosive Growth with CDMG, Inc.
Your Partner for Digital Success 

In today’s fast-paced world, you need more than just an agency—you need a partner who drives growth, amplifies your brand, and delivers results that matter. That’s where CDMG comes in. 

We’re not just another ad agency. We are a top advertising and marketing powerhouse specializing in driving real, measurable results and profits. Our award-winning team, led by marketing veterans Craig and Caleb Huey, is dedicated to supercharging your advertising efforts and transforming your business. 

Why CDMG?
• Proven Success: 120 prestigious awards in 2024 alone.
• Data-Driven Strategy: We don’t guess. We know what works. Our campaigns are crafted with precision to deliver maximum ROI.
• Expertise Across the Board: From media buying to digital copywriting, testing, and direct-to-consumer strategies—we’ve got it all covered.
• Real Results: We’ve helped launch new products, reposition brands, and turn small businesses into multimillion-dollar success stories. 

Let us help with your video needs!
We produce:
• Pre-roll videos
• Video sales letters (VSLs)
• TV commercials
• Infomercials
• Addressable TV
• Videologs
…and much more! 

Whether you’re looking to launch a new product, reposition your brand, or supercharge your e-commerce growth, CDMG is the partner you need to dominate your market. 

Are you ready to see how we can drive your growth? 

Let’s talk. Call Michael Oppenheimer at 615-933-4647 or email [email protected] today. 

Don’t wait—start transforming your marketing results now with CDMG, Inc. 

Act now, grow faster, and achieve more with CDMG.